Almost half (47 percent) of Australian consumers are drinking less or stopping altogether over the past year.
This is according to a new report unveiled by Shop! ANZ and Vypr called Australian Liquor: What Shoppers Want Instore Now.
It confirms that Australia has entered a new era of selective, value-driven drinking – one where consumers are firmly in control and brands must work harder to earn every purchase.
While the findings highlight cost-of-living pressures (58 percent) as the strongest driver of this change, health and wellness motivations (49 percent) are not far behind, suggesting this trend is becoming a long-term behavioural shift rather than a temporary response to economic conditions.
“Moderation is no longer just a budget decision, but a reflection of lifestyle, wellness and shifting social habits,” the report says.
“However, despite this consumption decline, wine (56 percent), beer (53 percent) and spirits (51 percent) remain closely matched in popularity, creating a highly competitive market where no category holds dominance.”
Vypr is a global product intelligence and consumer insights platform that helps brands make informed product decisions quickly and confidently.
Shop! ANZ (formerly POPAI) is a global not for profit industry association exclusively advocating for excellence in shopper marketing and retail experience.
Carla Bridge, general manager at Shop! ANZ said, “Australians choose their alcohol based on occasion, mood or price.
“But at the end of the day, taste is the overall decisive factor for the majority of wine (78 percent), beer (71 percent) and spirit (68 percent) drinkers.
“At the same time, almost two-thirds (66 percent) of consumers say price is the most important factor when purchasing alcohol in bottle shops, outweighing brand story, packaging or provenance.
“People want both taste and value, and they’ll switch quickly if they don’t get it.”
In addition, the report also highlights weakening brand loyalty in wines and spirits, with only around one in five (22 percent) wine drinkers consistently buying a single brand – most either switch between a handful or simply purchase whatever is on offer.
Nearly three quarters (72 percent) of spirit drinkers also rotate between brands, often basing their choice on availability, price or flavour innovation.
In contrast, beer drinkers tend to show stronger brand commitment, with half (50 percent) having a go-to brand, and nearly all identifying with particular labels.
Although prepared to spend within a mid-range bracket if the experience delivers clear value, consumers are also becoming increasingly sensitive to rising prices.
Many describe the increase in alcohol prices in pubs and bars (34 percent) and bottle shops (26 percent) in recent years as unfair to consumers.
Sam Gilding, international chief revenue officer at Vypr, adds that the findings also point to the power of simplicity in winning the shelf.
“Consumers respond most strongly to offers that create immediate, tangible value,” he said.
“‘Buy one, get one free’ offers (50 percent) and straightforward price discounts (47 percent) have the strongest impact and free gifts (19 percent), competitions (two percent), or instore tastings (10 percent) have far less sway.
“This means that brands that offer clarity, value and visibility will come out ahead in this shrinking market.”